Using Colorful Language (Not *That* Kind!)

eTipHeader.png

—Bite-sized advice for better business writing—

Using Colorful Language
(Not That Kind!)

“Good things are associated with blue, like clear days, more than singing the blues. Just the word 'blue' in the singular is full of optimism and positive connotation to most people.”

— David Carson

Connotation is key to communication. Words have subtle shades of meaning and varied colors. Consider this sentence.

Our new hire is quite ambitious.

Reading that sentence, you would expect the person to have big aspirations and a lot of drive to accomplish them. What about this sentence?

Our new hire is quite enthusiastic.

Now the person seems to have a lot of cheerful drive, but may not have the aspirations.

Our new hire is quite determined.

The cheer has given way to clenched teeth and tenacity.

Our new hire is quite pushy.

Whoa, now the person’s drive and energy are steamrolling others.

Ambitious, enthusiastic, determined, and pushy are synonyms that mean striving energetically to get things done. But how the person strives—that’s where the colors lie.

One word can push a sentence or a whole message across the foul line–or across the finish line. Connotation matters.

How can I work with connotation?

Read something you have written and underline any words that stand out. Then review each word to make sure it stands out for the right reasons.

His proposal is meticulous.

Meticulous means constructed with patient attention to each detail. It has a connotation of hard work, dedication, and care. Is that what you mean to say? If not, try another synonym.

His proposal is micromanaged.

Once again, the proposal is constructed with patient attention to each detail. But this time, it is needlessly detailed, making decisions that should be left to others. Is that what you mean to say?

His proposal is complex.

The proposal still has a lot of detail, but we aren’t sure yet whether that’s a good thing or a bad thing.

His proposal is complicated.

Okay, now it’s a bad thing.

So, what do you really want to say? Are the details good or bad? Does the complexity work or not?

When a word stands out, underline it and think about its connotation. Then substitute a few different synonyms to see which word is closest to the meaning you intend.

eTips_editor.png

Play the Editor!

Read each sentence and note the underlined word. Write down whatever connotation the word has. Then replace the word with a synonym. Write whatever connotation the synonym has. Which word works best in the sentence?

1. Congress passed a humongous infrastructure bill.

  • Connotation of humongous:
  • Synonym of humongous:
  • Connotation of synonym:

2. After reading your report, I have one teensy suggestion.

  • Connotation of teensy:
  • Synonym of teensy:
  • Connotation of synonym:

3. Last year’s sales followed an irregular pattern.

  • Connotation of irregular:
  • Synonym of irregular:
  • Connotation of synonym:

4. The head of production made a bold prediction.

  • Connotation of bold:
  • Synonym of bold:
  • Connotation of synonym:

5. The team finally reached the terminus of the project.

  • Connotation of terminus:
  • Synonym of terminus:
  • Connotation of synonym:
eTips_support.png

Get More Support

Check out the Write for Business Guide, Courses, and eTips for more help with word choice.

eTips_answer.png

Editor’s Recommendation

1. Congress passed a humongous infrastructure bill.

  • Connotation of humongous: huge, comprehensive, massive, generous, powerful
  • Synonym of humongous: bloated
  • Connotation of synonym: wasteful, fat, unhealthy, gassy, ineffectual

2. After reading your report, I have one teensy suggestion.

  • Connotation of teensy: tiny and easily done, nothing to take offense at
  • Synonym of teensy: niggling
  • Connotation of synonym: insignificant, not worthy of effort, annoying

3. Last year’s sales followed an irregular pattern.

  • Connotation of irregular: unusual, hard to predict, erratic, inconsistent
  • Synonym of irregular: haphazard
  • Connotation of synonym: poorly managed, dangerous, rickety, slapdash

4. The head of production made a bold prediction.

  • Connotation of bold: brave, courageous, admirable, fearless, confident
  • Synonym of bold: audacious
  • Connotation of synonym: risk-taking, foolhardy, deluded, ill-advised

5. The team finally reached the terminus of the project.

  • Connotation of terminus: ending, completion, final section, the last part
  • Synonym of terminus: culmination
  • Connotation of synonym: fulfillment, reward, success, accomplishment